Using the Familial to Sell the Familiar

How portraits of famous fathers and their sons make marketing magic

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Brands have long recognized the value of finding the perfect masculine embodiment for their products, be it Theodore Roosevelt touting the steady aim of A.H. Fox shotguns in 1909 or Brad Pitt flashing his stainless-steel TAG Heuer wristwatch a century later. The effect seems to work best on those occasions when a legendary man is pitching a brand with a comparable pedigree.

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